PACE: Reach Family caregivers via Enewsletters
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Created specifically for Marketing and Intake managers at PACE programs to help them reach adult daughters and sons earlier in the caregiving process. This presentation covers demographics of Internet and email users, as well as 4 strategic steps needed to launch an e-newsletter.
![E-newsletters: Reaching Boomer Daughters & Sons Tasha Beauchamp, MSc Elder Pages Online 707-477-0700 [email_address] National PACE Association - October 3, 2010 - San Francisco](https://image.slidesharecdn.com/paceenewsltrsandfamilycaregivers-101005174904-phpapp02/85/pace-reach-family-caregivers-via-enewsletters-1-320.jpg)
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PACE: Reach Family caregivers via Enewsletters
- 1. E-newsletters: Reaching Boomer Daughters & Sons Tasha Beauchamp, MSc Elder Pages Online 707-477-0700 [email_address] National PACE Association - October 3, 2010 - San Francisco
- 3. Is your audience on the Net?
- 6. E-newsletters: The Forgotten Stepchild of Content Marketing
Hinweis der Redaktion
- Update Boomer stats on CG Slide KMH slide for Online e-newsletters Write bio for Glad to be here. Welcome everyone. E-newsletters are a medium near and dear to my heart as they allow hospices to very cost-effectively get the word out and promote important activities, like fund-raising, referrals and volunteer recruitment and retention. And they provide a convenient medium for readers to get the information that they want or need. One of those happy marriages of marketing and education. Pat yourselves on the back for taking the first step to learn about this new medium. Tell you a bit about myself. Research scientist, I spent 14 years working on NIA projects, specifically big multimedia interventions for family caregivers. In my private life, I have been a hospice volunteer since 1997 Disconnect. Realized this was a way that I could help. Can’t solve global warming, can’t fix the problems in Iraq. But I can help families get better access to information and services, specifically the fantastic support that is offered by hospices. So, my personal mission is to help hospices make better use of the Internet for outreach, fund-raising, community education, etc. Enough about me. I want to learn more about you.
- Help me get a sense of how “wired” you are. Understand cannot do social media as yet: blogging, etc. can fall to close to marketing.
- Remember I said Boomer daughters and sons are the ones to watch. This is why Family caregivers turn to the Internet first. 39% of ALL Internet users report using the Internet to find info for a sick friend or relative. Typically Boomer children. 26% of Internet seekers say Internet played a crucial role One out of 3 said it helped them to find professional service. You want that to be YOU, not your competition.
- From Pew Internet and American Life Project, broke down activities by subpopulations Like any media purchase, is your customers’ demographic there? Overall Internet Use: Predictable decline as get older. Is 93% of the 12-17 year olds. But 56% for the young old may be surprising High searching of health info in this crowd. (Compare to 28% of teens, although big jump: 68% of 18-32 yr olds.) Email is ubiquitous. A favorite of seniors Watch videos online may be surprising. As an aside: Convio study on the Wired Wealthy: Of major donors ( > $1000), 52% report going to YouTube at least once in the last year. Read blogs: Clearly a younger generation medium 43-49% of 12-32 yr olds. Is commentary, not news. Tends to be entertaining. Younger generations use the Net for entertainment and socializing. In general, older generations use it for research, to answer a question or solve a problem. Social Networking: Socializing and entertainment is obvious here. 65-67% of 12-32 yr olds do social networking. While big hoopla about Bomers taking over Facebook, it’s not hard to go from 2% - 8%. But if look at 9% of 77% of the population, this is not critical mass—YET. If looking for the wealthier, or the educated or if looking for younger audience (HR, volunteers, building donor base…), then social media has very definite applications. Will be talking much more specifically about this in NHPCO PreConference.
- Glad to be here. Welcome everyone. E-newsletters are a medium near and dear to my heart as they allow hospices to very cost-effectively get the word out and promote important activities, like fund-raising, referrals and volunteer recruitment and retention. And they provide a convenient medium for readers to get the information that they want or need. One of those happy marriages of marketing and education. Pat yourselves on the back for taking the first step to learn about this new medium. Tell you a bit about myself. Research scientist, I spent 14 years working on NIA projects, specifically big multimedia interventions for family caregivers. In my private life, I have been a hospice volunteer since 1997 Disconnect. Realized this was a way that I could help. Can’t solve global warming, can’t fix the problems in Iraq. But I can help families get better access to information and services, specifically the fantastic support that is offered by hospices. So, my personal mission is to help hospices make better use of the Internet for outreach, fund-raising, community education, etc. Enough about me. I want to learn more about you.
- Newsletters in general. Why do them? Typically they provide some kind of useful or desirable information. Reach people you might not otherwise reach Are a vehicle for you to reach the target audience to prompt some kind of action.
- What makes an e-newsletter different?
- Lessons learned
- If oriented solely around donors, might go this way IF you can put a “donate now” link in the email going straight to your PayPal account. Donors are not generally garnered by Google, so the disadvantages aren’t as strong there. Not sure donors are as impressed by look and feel. Put differently, it won’t turn them off to you.
- If trying to reach physicians or family caregivers where image is important, then I think a webpage is more reliable.
- Readily identifiable branding (Name and logo in upper left) Chunk your topics into linked bullet list (Jakob: 69% of people skim) USA Today, not NY Times Links near the top Links for call to action
- Not just a proponent. As with any medium, need to have a success metric.